The Platform Debate for Emerging Hybrid Authors by Jennifer Hudson Taylor

Lately, I've seen lots of posts on the emerging trend of more writers becoming self-published and traditionally published authors turning to a combination of self-publishing and traditional as new Hybrid Authors. There are excellent reasons that have been given for pursing both avenues of publication.

If you follow Digital Book World, they are a wealth of information for anyone interested in self-publishing ebooks. Lots of agents and editors have written blog posts defending traditional publication. A few weeks ago, I wrote an article listing advantages and disadvantages to self-publishing on Midlist Authors Avoiding the Sinking Sand. But what about Hybrid Publishing? What are the advantages of doing both?

Some of these authors have arrived to the Hybrid status by doing well on their own as self-published and catching the eye of a publisher that later offered them a traditional publishing contract. Others have gone in the opposite direction and worked hard to become traditionally published. Later these traditional authors released old books as ebooks when they earned back the rights to their backlist or came up with a unique idea that a traditional publisher didn't want to risk investing in and the author decided to self-publish it.

Regardless of how these authors arrived to Hybrid status, it is safe to say that many are finding this third option a successful route with less of the stigma that was once associated with it. As time marches on and a new generation of authors, editors, agents and publishers are raised up in the digital culture without the "personal experience" of how things once were in print only, I would venture to say that the old stigma on these Hybrid Authors may blend in so much that it disappears altogether.

Why do I say this? Because history does repeat itself. We have seen similar circumstances in various business industries, cultures, inventions, and technologies. What the older generations continue to resist and refuse to adapt, new generations will carry forward and perfect.

I am NOT saying that the stigma of poorly developed stories, lack of good grammar and editing will miraculously disappear or that all self-published books are like this, but what I AM saying is that Hybrid Authors have proven themselves in the traditional market. Unlike self-published only authors who have not proven themselves in the traditional market, Hybrid Authors have this validation and are branding themselves in a new light.

The key to their success will be the same as it is with traditionally published midlist authors: Platform, Distribution & Sales. 

If Hybrid Authors can be successful at building their platform and marketing their books to promote sales--they will be successful either way--but keep in mind that everyone's measure of success is different. For instance, I'm not used to living on a medical doctor's income, so my definition of success in relation to what I can live on may be less than a medical doctor who transitions into being an author. It's the same with a school teacher vs a corporate attorney.

What about you? Do you think you could build your platform and market your books enough to be self-published, an Hybrid Author, or a midlist author? Do you think the stigma of self-publication will go away or is already diminishing? How much does marketing and platform pay a role?

Other Sources:
Expanding Options for Publishing: The New Hybrid Author
New York Times Article on Authors Going Indie Fails to Mention Main Consideration in Publishing
Why Big-Time Authors Jump Ship
5 Surprises About Self-Publishing
How Can I Make More Money Via Traditional or Self-Pub?

Midlist Authors Avoiding the Sinking Sand by Jennifer Hudson Taylor

"I've always wanted to write a book."

As an author or a pre-published author, how many times have you heard this statement the moment someone discovers you're a writer? My guess, is quite often, and the longer you write, the more you will hear it.

I love writing and the publishing market, but I'm witnessing lots of changes that can be seen as both positives and negatives. Even if you're a "glass half full" kind of person, you need to be able to recognize the negatives so you can brainstorm and develop ideas on how to turn them into positives. In other words, you can't find a solution if you do not first recognize that there is a problem.

The changes that are taking shape in the publishing industry is affecting all writers whether they are the million dollar writers, multi-published, award-winning, midlist, traditionally published, POD published, e-published, or self-published. No one is exempt from the paradigm shift that is taking place, not even agents, editors, publishers, publicists, or marketers and designers that work in the industry.

What am I noticing?

Almost everyone who wants to write a book IS writing a book and the publishing market is being flooded with all kinds of books--increasingly, self-published e-books. This has its advantages and disadvantages. I've listed a few below, but there are many more points not listed that we could discuss.

Advantages for authors are:

• Not having to wait years to see their books in print 
• Having full control of their manuscripts from writing, editing to cover design
• Ability to set pricing controls and adjust it to market fluctuations
• Higher royalty payments 
• Publishing niche books that may not appeal to the general audience

Disadvantages for authors are:

• No advance
• All marketing and distribution is on the author's shoulders
• May cost more of a personal financial investment
• Higher chance of releasing books before they are ready and when more edits and rewrites are needed 
• Building a platform from scratch, since even traditionally published debut authors have the publisher's platform to start from

Now, midlist authors whether they are traditionally published, POD published, or self-published via ebooks are competing in a flooded market that is either swallowing them up or leaving them on the shore mired in sinking sand. A few are doggie-paddling to a row boat. Only the million dollar authors are on the nice yachts sailing through the water on the sails of their publishers' marketing budget. The impact on them is much less than the rest of us, but a wave might flip them over every so often.

What is the solution?

It's already been identified--a solid platform.

But how does one get there without starting out as a celebrity? 

I wish I had a short, simple answer that would take care of all our worries that would launch us to the platform where we all dream of being. The truth is, there isn't one simple answer. No publicist can provide a miracle. What we can do is give you consulting advice and get you started on a marketing plan that will increase your sales as time progresses and from one book launch to the next. When deciding on a publicist, take a close look at that publicist's Social Media following and stats--most likely, that is the market to which they are able to market your book. Overall, each author will need to take advantage of every possible marketing opportunity. Do not give up. Be consistent and recognize that slow progress is still progress.

What has been your biggest challenge to building a platform?

• Inaccurate Bookscan Stats and the Plight of the Midlist Author
• The New Midlist: Self-Published E-Book Authors Who Earn a Living
• Why Book Buying Stats Might Stifle the Next Great Author

Change is Coming, Whether We Like It or Not, by Jennifer Hudson Taylor

Soon we won't even be using keyboards. It will be a laser beam on a flat surface wherever we go.

The old idea of projecting something up on a wall with a projector plugged into a computer will be history. We won't be giving presentations on PowerPoint, since we'll be showing 3D holograhics projected right from our computers, ipads/tablets, and phones, much like the old pop-up story books for children. Remember those?

Yep, you guessed it. We went from landline phones, to cell phones, conference calls with multiple lines, to video conference calls using Skype and Google + Hangout, and now by 2015 we'll be able to do 3D hologram video conference calls. Remember the 3D hologram images that were projected in the 1970's in Star Wars? Guess what? It's here. Check out the video below. This is what ipad will do for you NOW.



Bear with me, I have an upcoming birthday this weekend where I'll be hitting a new decade. It's enough to give me pause and moments of reflection about the past, where I am now, and where I'm heading. When I think back to how different my childhood was from my parents, and then to my daughter today--it's staggering to think how far we've come. Yet, we're now seeing glimpses into the near future. I believe more change will be taking place in the next 10 to 20 years than many of us can imagine.

Just this morning they announced on the radio that shoes with GPS are now available for $300 for those of us with parents and grandparents who might tend to wander off and get lost, such as those with Alzheimer's and dementia. Next, will be children's shoes with GPS in case they get lost.

I'm sure my daughter doesn't remember a handwritten prescription. Our doctors forward our prescriptions directly to our pharmacist.

“But you, Daniel, shut up the words, and seal the book until the time of the end; many shall run to and fro, and knowledge shall increase.”  (Daniel 12:4)

This verse is talking about a vision that the Lord gave Daniel regarding the end of time. I believe we and our children and grandchildren are the generations that will witness much of this increase in knowledge. Much of it is taking place so rapidly that many of us aren't seeing or realizing the significance of it. Some are fighting against it to no avail. The Bible has prophesied this and it WILL happen.

I worry about some of the older generations who are fighting this progress. They argue, "What do I need to know that for?" I'm retired, "I don't need all those gadgets. That stuff is for the young people." But then they get frustrated because they don't understand how things work and everything around them is constantly changing. They won't buy anything online because they are frightened of the security and they don't know how to protect themselves. Faith and knowledge will protect you, so don't be afraid. LEARN, so no one can take advantage of you.

This includes the changes taking place in the publishing industry. Brick and mortar stores are struggling to survive in this digital age where ebooks are growing and evolving and the process of producing books is changing. I visited with a Barnes & Noble Manager a few weeks ago, and he said that the entire section of the CD/DVD area will soon be gone. In the next 5 years when you walk into a store, the whole front section will be all digital.  If you want a printed book, they will be printed right there in the store, not stocked on the shelves as they are today.

Change is coming whether we like it or not. The best thing we can do about it, is embrace it rather than fighting it and pretending it won't affect us. How do we do that? We embrace it by learning as much about the new technology as possible.

The other day Agent Rachelle Gardiner posted an excellent blog (Book Marketing Disappointment) about how authors are whining about their publisher not doing enough promotion and publicity for their book and how all the promotion is now lying on the author's shoulder. Granted, some of these complaints may be legitimate, especially for authors who have been around for a while and they remember the good old days when they used to get a little more promotion support from their publisher.

Here's the deal. Those days are gone. They won't come back anymore than $0.99/gal gas prices. If you want to be or remain a published author, you will have to learn how to build your platform and promote your work simultaneously while learning the craft of writing. You must change your way of thinking. Writing/promotion is now your new job. You can't do one without the other.  

Balance is the key. You will have to figure out how much of your time goes to writing and research verses how much of your time goes to promotion and platform building. Don't compare yourselves to other authors. What is right for you, isn't right for someone else. Just like you have to find your unique writing voice, you will have to find the right balance for you.

I'd like to leave you with one more video to show you how our children and grandchildren will soon be learning in school--simultaneously with other children around the world. This is awesome! By the way, this is Microsoft's vision for 2019. Many of us will still be around. It isn't that far away.

The Nefarious e-Book Situation

I just came from the Writing for the Soul Conference in Denver. It’s always an awesome conference although attendance was down a little this year probably because of the rising costs we all face these days. Thanks, Washington.

At the conference several agents and editors sat around and talked about changes in the industry which of course centered on the emergence of the e-book. A lot of things came out of this discussion but the overall consensus was not how to work with the situation as it now exists, but the fact that it is a fluid situation and will continue to change as technology evolves.

What does that mean? The Kindle is king right now, driven by price point and the position that Amazon is commanding in the e-book market. Will that continue? Those in the discussion felt it depends on the evolving technology. There was a feeling that the current e-books are a first generation and the situation is up for grabs as the next generation arrives. The next generation is thought to be more like the i-Pad with expanded capabilities and features. So why isn’t the i-Pad leading the pack now? A majority of e-readers are being given as gifts and the difference between the price point of e-readers and the i-Pad is making that decision. But electronics tend to come down as production increases so that may change, and/or existing e-readers may evolve to close that gap.

More and more writers are deciding to go straight to Kindle with their book. I noticed back when I first started getting submissions from some who had taken that course and (though I felt like I knew the answer) I surveyed over 200 editors to see what their position would be on receiving such a submission. It was as I expected and over 70% said they weren’t interested in a submission on a book that had already been published, including Kindle. Some did say they might look at it if the sales were significant enough, but the Kindle version had to be withdrawn first as they required the e-book rights to be in the contract. So at present those who go straight to Kindle are giving up print possibilities to do so. We may expect to see some changes there as well, but who knows when?

This may be a factor in smaller conference attendance right now as well. Newer writers that don’t see the need to go improve their craft, who don’t see the need to network with agents and editors if they are going to go straight to e-book and spending the money they would have spent going to the conference getting the e-book out. I believe those who may be making this choice will soon realize they are making a strategic mistake. Most will not make the money that way that they would make with both print AND e-book, and with publisher support behind them. However, some are making enough money on just the e-book sales. Ironically, if they are having that kind of sales, some publisher will be interested. In publishing the success of a few that defy the odds and make it big always drive the dreams of those who want to do the same.

Still, nothing is as constant as change and this emerging technology is fascinating to watch. For example those in the industry know that women buy a majority of the books and that has strongly influenced acquisitions. But with e-book readers it is proving to be gender-neutral. What? Yes, as many women buying e-books as men. This will of necessity change the mix in what will be published. 

I just saw a study report that had several other interesting facts: that there was no disparity between regions of the country, that urban book buyers bought more than rural ones, and while retirees say they have more time to read, the fully employed buy more e-books. That’s interesting.

The bottom line with the discussion was that we are not seeing the crest of the e-book revolution and change will be the order of the day. Are print books on the way out? No, there are still far too many who like a print book in their hands for that to happen any time soon. But it is a really interesting time to be involved in the publishing industry.